Discount and Disruptive Business Strategy

Event arranged by CBS Executive.

Is there a single ‘best’ strategy for a company? Can an organization create sustainable competitive advantage from an ‘off-the-peg’ strategy? Are most companies likely to craft a strategy that genuinely creates uncontested market space and makes the competition irrelevant as the book Blue Ocean Strategy claims? Is it defendable to solely focus on value creation and entirely neglect the risks and realities around value destruction?

The answer to these questions is probably ‘no’. And the rising tide of companies such as Dell, CostCo, Ryanair, Skype and Linux which pursue discount strategies means that asking these questions at all may soon be futile. While many strategists have foundered in Porter inspired paradigms, a new breed of competitors has emerged.

This seminar will focus on how some companies have revolutionized and even disrupted their industry by pursuing discount business strategies. Why have they been successful? What have been the implications for the customers and the competitors? And can a company have its cake and eat it too meaning obtaining high quality at low prices?

Michael Moesgaard Andersen is CEO of Andersen Advisory Group A/S. He and his team have provided strategy advice to numerous companies and public organizations around the world, and he is also directly involved in business development through his own venture capital company.

Flemming Poulfelt is Professor of Management and Strategy and Vice Dean at Copenhagen Business School. He is the author of many articles and books on strategy, professional service firms, change management, knowledge management and management consulting.

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